2009.02.04

A few years back, when Marissa and I were pushing user-generated video as the saving grace for advertisers and programmers, we were considered to be dangerous radicals. Today, it's a foregone conclusion that "prosumers" are better at targeting themselves and one another than most agencies and networks; according to the USA Today Ad Meter Poll, the user-generated Doritos spot took first place among Superbowl viewers.

Ironically, however, this 30-second spot made by "two nobodies from nowhere" captures all the banality and vapidity of a genuine Madison Avenue production.

The people have finally spoken. And what we want, apparently, is more gags about people's testicles getting hurt. Maybe I need to rethink my schtick about the transformative nature of configurable culture.